Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob dig into a direct experiment comparing TV and YouTube advertising to find out which format drives more attention, stronger emotion, and better brand memory.
Topics covered:
• [01:40] "TV versus YouTube"
• [02:00] How the study was designed
• [03:46] Which platform captures more attention?
• [05:56] The serial position effect and ad memory
• [06:36] Your body remembers ads your brain forgets
• [08:20] What this means for your media mix
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Weibel, D., di Francesco, R., Kopf, R., Fahrni, S., Brunner, A., Kronenberg, P., Lobmaier, J. S., Reber, T. P., Mast, F. W., & Wissmath, B. (2019). TV vs. YouTube: TV advertisements capture more visual attention, create more positive emotions and have a stronger impact on implicit long-term memory. Frontiers in Psychology, 10, 626. https://doi.org/10.3389/fpsyg.2019.00626
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